1 Department of Marketing, Copenhagen Business School2 unknown
Case of McDonald‘s Globalization
For marketing and economic researchers, an important aspect of globalization is the degree to which various consumer behavior dimensions and consumption patterns in different parts of the world are becoming similar, and how multinational companies have identified pathways to global success. An important case study is McDonald‘s corporation, the world‘s largest fast food restaurant chain. This company has employed divergent marketing and economic strategies in both domestic and the international markets to become a leader in the global marketplace. An overview of the company‘s background, organizational structures, mission and vision illustrate McDonald‘s strategic focus on its proactive evolution from a small drive-through operation to a global fast-food giant. The strategy is based on its ability to adapt to the cultural differences of the markets that McDonald‘s serves while preserving its core competencies and branding. Development situations of the company‘s four geographic segments, North America, South America, Europe, and APMEA (Asia, Pacific, Middle East and Africa), are presented in order to fully understand how McDonald‘s influences and is influenced by its domestic and global markets.
Journal of Business and Behavioral Sciences, 2011, Vol 23, Issue 1, p. 42-52